The Spicy Thai McBistro is McDonalds' newest sandwich creation and this online commercial introduces its spiciness. This commercial is specifically made for online viewing. This isn't necessarily a new strategy, but the way McDonalds executes it is pretty original.
The ad starts with a man holding up his Spicy Thai McBistro sandwich. He takes a bite and a bit of the sauce drips out of the sandwich and lands on the timeline bar of the video player. The man in the commercial starts blowing at the fuse as it burns along the bottom of the video.
This is a great way of making the actual commercial and the platform it is being presented on interact together. It also works great with the sandwich branding, since most people blow out when they eat something too spicy.